Jack Trout Poradie kníh

From the bestselling coauthor of Positioning--essential tactics for success in every marketing arena With his 1981 classic, Positioning, Jack Trout (along with coauthor Al Reis) forever changed the way marketing strategy is done. In the more than two decades since then, he has remained at the forefront of marketing and strategic thinking. Written in response to the demands by Trout fans, acolytes, and students worldwide, this book brings together the key ideas from his substantial body of work in a quick-bite format. Trout on Strategy: Is an ideal introduction to the thinking of one of the century's most influential marketing innovators Explores Trout's major themes, including survival, perception, differentiation, and more Connects the dots in his major works and makes his ideas relevant to the biggest issues facing business today

The book that completes Positioning . . . Thirty years ago, Jack Trout and Al Ries published their classic bestseller, Positioning: The Battle for Your Mind—a book that revolutionized the world of marketing. But times have changed. Competition is fiercer. Consumers are savvier. Communications are faster. And once-successful companies are in crisis mode. Repositioning shows you how to adapt, compete—and succeed—in today’s overcrowded marketplace. Global marketing expert Jack Trout has retooled his most effective positioning strategies—providing a must-have arsenal of proven marketing techniques specifically redesigned for our current climate. With Repositioning, you can conquer the “3 Cs” of business: Competition, Change, and Crisis . . . BEAT THE COMPETITION: Challenge your rivals, differentiate your product, increase your value, and stand out in the crowd. CHANGE WITH THE TIMES: Use the latest technologies, communications, and multimedia resources to connect with your consumers. MANAGE A CRISIS: Cope with everything from profi t losses and rising costs to bad press and PR nightmares. Even if your company is doing well, these cutting-edge marketing observations can keep you on top of your game and ahead of the pack. You’ll discover how expanding product lines may decrease your overall sales, why new brand names often outsell established brands, and why slashing prices is usually a bad idea. You’ll learn the dangers of attacking your competitors head-on—and the value of emphasizing value. You’ll see how consumers can have too many choices to pick from—and what you can do to make them pick your brand. Drawing from the latest research studies, consumer statistics, and business-news headlines, Trout reveals the hidden psychological motives that drive today’s market. Understanding the mindset of your consumers is half the battle. Winning in today’s world is often a matter of repositioning. It’s how you rethink the strategies you’ve always relied on. It’s how you regain the success you’ve worked so hard for. It’s how you win the new battle of the mind.

Like the 20th Anniversary Edition of the best-selling Positioning, this Anniversary Edition of Marketing Warfare will allow the authors to annotate and expand upon their classic.

Ein neu ernannter Unternehmenschef sieht sich der Herausforderung gegenüber, strategische Entscheidungen zur Marken- und Marketingstrategie zu treffen, nachdem er aus greifbaren Bereichen wie Finanzen oder Produktion in die Führungsposition aufgestiegen ist. Inmitten von Analysten, Konkurrenten und Medien, die seine Entscheidungen kritisch beobachten, muss er herausfinden, wem er vertrauen kann, um die fundamentalen Fragen für den Unternehmenserfolg zu klären und sich auf seinem neu eroberten Thron zu behaupten.

Das Buch fokussiert sich auf das Konzept des Alleinstellungsmerkmals (USP) und bietet Strategien zur erfolgreichen Markenpositionierung. Drei Experten teilen ihr umfassendes Wissen und zeigen auf, wie Unternehmen durch Einzigartigkeit die Aufmerksamkeit der Verbraucher gewinnen können. Mit praxisnahen Tipps und anschaulichen Fallbeispielen richtet sich die überarbeitete Auflage an Manager und Führungskräfte, die ihre Marketingbotschaften effektiver gestalten möchten.